A journey of success...

A solid foundation.

Al Rashed Food is a company associated with the mighty Rashed Al Rashed & Sons Group, one of the leading industrial conglomerates in Saudi Arabia and with operations spanning the Gulf countries and the Middle East.

The Group, through its financial and strategic support, has helped Al Rashed Food to quickly become a successful business within its own right. So much so, in fact, that Al Rashed Food is now a household name in Saudi Arabia, trusted by hundreds of thousands of individuals and businesses to provide a premium quality product. Al Rashed Food Company Ltd P.O. Box 312, Riyadh, 11383 Saudi Arabia T: +966-1-2651394 F: +966-1-2651392

www.alrashed.com

Our unswerving commitment to build international quality standards is helping us to continue that success. From selecting only premium ingredients to building state-of-the-art production facilities to the look of the packed product on shelf, we strive to be the best and set the benchmark in bread and confectionery products. Join us over the following pages as we tell the story of our success...

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The origins of our success. The story began over 20 years ago when founding father Sheikh Rashed Al Rashed had the vision to open the first bakery under the Al Rashed name. The business was founded on a single guiding principle of delivering high quality at a competitive price. The bakery in Riyadh was an instant success and the range of products was soon expanded with other baked products. Ever since, the company has diversified into other lines, such as Cheese Puffs, Croissants, Cupcakes, Sliced Cakes, Pound Cakes, Apple Puffs, Maamoul, Kleija, Tamaraa, Tortilla Wraps and most recently, Tortilla Chips. And that could have been the end of our story – a successful, traditional bakery producing high quality products at an affordable price – yet a certain event changed the course of the company and the rest, as the saying goes, is history.

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1991 Sheikh Rashed Al Rashed opens bakery in Riyadh.

1992 Riyadh facility wins contract to supply Burger King®, KFC® & Hardees®.

1993 Al Rashed Food wins a contract to supply McDonald’s® restaurants.

1995 Expansion into GCC.

1995 Jeddah facility opens.

1999 Completed wholly-owned and operated logistics and distribution network.

1998 Expansion into Asia.

2002 Gained ISO 9000 accreditation.

2006 Awarded YUM Supplier of the Year.

2007 Awarded YUM Partner of Success for the second time.

2010 ISO 22000 Certification & Awarded YUM Partner of Success. once again.

2011 New factory in Rabegh goes online.

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A significant date. In June 1993 Al Rashed Food won the contract to become the preferred partner of McDonald’s in Saudi Arabia. It was a turning point for Al Rashed Food and heralded not only the entry into a new commercial sector, it presented an opportunity to expand the company at a phenomenal rate. Having secured the business with McDonald’s® and realising the potential in the fast food market, the company decided to expand its operations and step up production to accommodate the demands of other major players within the Quick Service Restaurant (QSR) market, including KFC, Burger King, Quiznos and Subway. Manufacturing processes were installed to satisfy the increased volume and operations were streamlined to meet the demands of the QSR industry. But that’s not to say Al Rashed Food has moved away from Sheikh Rashed Al Rashed’s guiding principle; to this day, we remain passionate about baking and haven’t forgotten our roots – the bread and confectionary products we produce are still the same high quality as those made years ago.

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Meeting demand with planned investment.

If people like a product they tell their friends who then tell their friends and so on and so forth. Before you know it everyone’s trying it and you’ve a success on your hands. To an extent, that’s what happened with Al Rashed Food bakery products. Word of mouth generated steady demand for our bakery products, and continues to deliver growth year on year. In response to this growth, Al Rashed Food has invested in new product lines and production facilities. Between 1995 and 2008 the company invested heavily in expanding the product range and with each new line introduced, production was stepped up. Soon demand was so great that the company embarked on an investment programme to build a new super bakery at Jeddah. This allowed us to produce substantial volumes of product to the fast-food and retail giants and to develop new profitable product lines such as our

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puff pastry and cake lines which have universal appeal. In 2008, we again invested in new lines, this time in response to the growing demand within the GCC for flour-based tortillas. So popular is the range that we have implemented an innovative automatic tortilla chip line to boost production capacity and expand our tortilla range. Another product seeing marked growth is Garlic bread. Again, the company invested in the very latest equipment in order to

launch a new Garlic bread line in response to the increasing demand within the fast food market for such a product. Today, the company is again embarking on a programme of expansion with the recent completion of a new facility in Rabegh and another planned in the immediate future.

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Success built on quality and excellence.

Al Rashed Food has earned a reputation among the QSR industry as a company that delivers premium quality products that meet the necessary standards of the fast food industry.

Gaining this reputation was no mean feat. McDonald’s®, Hardee’s®, Burger King®, KFC®, Subway® and Quiznos®, to name but a few, require rigid adherence to strict standards and practices across all processes. Over the years, we have automated our production lines as part of our ongoing commitment to attaining exemplary standards of quality and hygiene. Quality control teams regularly spot-check products with no fewer than 10

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checks during pre-baking alone. Our in-house laboratories monitor production at every stage of the baking process, from batch to final product. Nothing is left to chance. What’s more, all our ingredients are rigorously tested to ensure our products not only taste great, they look great too – baked to perfection with a golden-brown freshly baked appearance for added appeal.

Our quality management achievements have not gone unnoticed; we’ve been awarded many accolades over the years. Here are a few of our more recent achievements:

• 2006 - YUM Supplier of the Year Award • 2007 - YUM Partners of Success Award • 2010 - ISO 22000 Certification and Partner in Success’ Award once again In addition, we pride ourselves on having met high standards of production and quality control, including YUM, ISO 22000 and HACCP accreditation.

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Leading through innovation. At Al Rashed Food we’ve embraced technology to innovate our product lines and deliver competitive advantage.

Being an innovative company requires a certain skill set. Al Rashed Food’s management and engineering teams have strong relationships with high technology companies located in France, Germany, Switzerland, Japan and the United States. These companies lead the world in modern and efficient baking and packaging systems and with their expertise we have transformed Al Rashed Food into the modern, forwardlooking business it is today. Our commitment to innovation, over the years, has contributed to our position today as a worldwide success story, enabling us to develop new lines and expand into new areas and markets within the GCC, Africa and Asia.

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Setting the benchmark.

Al Rashed Food is setting the International quality standard in bread and confectionery production.

Assessing every process in minute detail, we have developed a production operation that is more efficient and better in every way imaginable. At each stage our team checks for quality ensuring that our products reach customers in the best condition possible. This almost fanatical pursuit of perfection sets us apart in the market. Naturally, we want the best for our customers; we listen to what people are saying and act on any suggestions accordingly. To this end, Al Rashed Food has established, with the assistance of marketing consultancy Acxiom

MENA DMS, a team of talented and skilled individuals dedicated to providing assistance and customer care at every level. Our people make all the difference. We are a dynamic team of enthusiastic, talented and highly qualified individuals, from a diverse pool of academic and professional backgrounds, with honed skills and expertise in the international baking industry. Our team comprises specialists in food science and technology, nutritionists, MBAs, engineers and sales strategists from the US, UK, Middle East and other parts of the world.

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Rashed Food has earned a reputation among the QSR industry as a company that delivers premium quality products that meet the exacting standards of the fast food industry.

A bright future... Through striving for international quality standards, responding to market demands and investing in innovative, new product lines and processes, Al Rashed Food has become the successful company it is today.

We are proud of our achievements, yet this is not to say that we are resting on our laurels. We look forward to the challenges of tomorrow and to continuing the success story that is Al Rashed Food. 12